A seatbelt safety video that gets 2M+ views?
Who would have known but this video went viral on YouTube about 6 weeks after we launched it. We would love to say that it was our awesome writing but the reality is that owe this popularity to the talented content makers their creative story telling of our message. We just happened to be the ones to make it all come together.
Why did we do this?
NHTSA came to us with a surprising problem: That unbuckled auto injuries were on the rise with teens and young adults. Many of them being fatal. So they asked us if we could figure out a way to create a new safety message that would actually resonate.
NHSTA knew it was missing the mark with it's TV commercials but wasn't sure why. So we did some digging which gave us a number of insights. One of them being that to teens, watching TV is about as outdated as using a fax machine.
A New Platform
When we found Vine we gave each other Top Gun style high fives. It already had a rapidly growing user base, Influencers who were eager to help spread our message and a 6 second video format that was perfect for short attention spans and sharability.
Finding the leaders
But we also knew that finding a new platform was not enough. We needed the big guns to help us create content if anybody was going to get excited about our video. So we looked for the top dogs and asked them to help us with our message about safety.
The Launch Videos
To get the ball rolling, our leaders each made their own personal #3seconds2life video which they share with their huge user base. The only requirements they were given was to have a positive message about life and also have our hashtag in the video somehow. It could also be about buckling-up too but that was optional. We wanted variety.
Then a wave of creativity
After the first videos hit, hundreds of thousands of people saw them. That inspired a wave of creativity to wash over Vine as followers of our initial A team started making lots of spin-off videos with our #tag.
After about 6 weeks of activity, we had over 2M views of our main video on YouTube. Also, about 100 additional spin-off videos that had been created and shared by followers. The spin-offs were then re-shared by our A Team, giving everything a much a bigger bump in exposure. It's hard to say exactly how many people this campaign touched but we would estimate around 4-5 million.
A huge thank you to those involved
Making seatbelt safety interesting to teens is probably on par with microbiology. The key was just to make it fun, lighthearted and let the audience decided why it was important. This was one of the biggest hits NHTSA has had in a very long time. A huge shout out goes to all the individuals who believed in the message and spent the time to share and get involved - this campaign would have been nothing with out them.